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University of washington

The hub. University of washington.

I am a fan of the video art form, having been raised on a steady diet of them, and creating a few of them myself. I’m an iMovie hack, I know it, so I know what good videos with creativity can be, and what amateur is (that’s me, but with creativity).

So I came upon the video for the very excellent song “Never Be Lonely” by the Feeling (which if you don’t have you should get on iTunes right now), whose video is…underwhelming.

It’s not that the band is not photogenic (they are quite handsome - check them out at the Coachella Music Festival!), however, it appears that no creativity was put into interpreting the song. It is more a montage of the faces and bodies of band members, which is fine, but what’s the story here?

At one point they’re riding on a desert road a la Kelly Clarkson “Low.” That approach worked for Kelly because she was dumping her boyfriend and looking for solitude while seeing ghosts of her ugly ex transposed on the little girl in the 1967 station wagon (great video - a definite purchase on iTunes). What are they trying to express here besides the fact that they are riding down a desert road? At another point, they’re doing an “Owner of a Lonely Heart” bit on a subway/urban street sidewalk thing.

It sort of feels like the director didn’t know what to do with the song and wanted to come up with scenes that matched each part of it, so there’s a match, but no cohesive structure. Too bad - I’d have to say this is right up there with “These Words” and “What it Feels Like for a Girl” in terms of bad direction. At least Natasha made up for it with “Unwritten.” I’m hopeful that these guys will make up for it on their next ones.